Exploring the relationship between celebrity endorser effects and advertising effectiveness

Amos, Clinton; Holmes, Gary R.; Strutton, David

doi:10.1080/02650487.2008.11073052

Cited by 633 publications

(575 citation statements)

References 27 publications

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“…Belch & Belch (1994) said that information receivers have strong belief upon the person who is practical having related knowledge, expertise in advocating area. Endorser with high knowledge and skills has strong power of recommendation as compare to the endorsers with low expertise (Ohanian, 1990).Celebrity expertise is one of the reasons in order to find out its influence on recipients of information (Amos, Holmes & Strutton, 2008). If the celebrity advocating the product has strong knowledge and experience, then he/she will ultimately have differential power to pursue due to strong believability.…”

Section: Celebrity Expertisementioning

confidence: 99%

Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Jamil

Hassan

2014

J Mgt Info

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Advertisement by Involvement of celebrities has become an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country of origin of celebrity. In the study consumer celebrity relationship is assessed and it confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed. ARTICLE INFORMATION

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Section: Celebrity Expertisementioning

confidence: 99%

Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Jamil

Hassan

2014

J Mgt Info

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“…Moreover, research emphasized the necessity to discover more thematic match-up factors (Amos, Holmes & Strutton, 2008;Kim et al, 2014). Real-life star activities should be scrutinized in view of green brand image overlaps (Alexander, 2013;Hwang, 2010;Kim et al, 2014).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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ABSTRACT. This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.

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“…Extant endorsement research documents that the endorser characteristics of attractiveness, expertise, familiarity, likability, popularity, and trustworthiness enhance consumer attitudes toward the endorsed brands [4,[10][11][12][13][14][15][16][17][18][19][20]. However, research results about the dominance of these endorser characteristics are mixed.…”

Section: Theoretical Framework the Impacts Of Endorser Characteristicmentioning

confidence: 99%

“…However, research results about the dominance of these endorser characteristics are mixed. Amos and colleagues [10] propose that trustworthiness, expertise, and attractiveness capture the most influential source effects, while Belch, et al [4] depict that popularity (or likeability), physical attractiveness, and expertise are primary characteristics. Further, the dominance of endorser characteristics changes overtime.…”

Section: Theoretical Framework the Impacts Of Endorser Characteristicmentioning

confidence: 99%

The Impacts of Moral Character in Celebrity Endorsement

W¹

2017

J Hotel Bus Manage

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This research consists of two experimental studies investigating the dominance of moral character on athlete endorser perception and the influence of perceiver characteristics on tarnished athlete endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency, innate moral intuitions and self-location. The first study compared the dominance of moral character and warmth on endorser perception. The second study examined the impact of perceiver characteristics on tarnished athlete endorsers and brand evaluations. The findings reveal that moral character is more influential than warmth on endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished endorsers with coldness character on brand evaluations. Innate moral intuitions and self-location moderate brand evaluations. Highmorality consumers and heart-locators are more vulnerable than low-morality and brain-locators to the brands endorsed by tarnished endorsers, respectively.

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Exploring the relationship between celebrity endorser effects and advertising effectiveness

Cited by 633 publications

References 27 publications

Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

The Impacts of Moral Character in Celebrity Endorsement

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